Two brands, one collaboration! Herd teamed up the perfect duo, La Redoute and Dulux for the ultimate PR campaign that included a competition prize package worth over £2,000.
For the ultimate room transformation, we asked people to submit why they deserved a room makeover. The collaboration meant we could tap into a new audience and increase brand awareness for La Redoute’s home interiors category.
A selection of key statistics from this project:
Our aim was to secure coverage and gain high authority, relevant links
from national, regional, and niche publications.
To achieve this, Herd hosted a competition with a prize package from paint & coatings brand Dulux and homeware specialist La Redoute.
We harnessed the brand partnership to shout out about their expertise on room renovation. This included commentary on how to use colour in the home, and unique data on décor trends and user behaviours.
Key Objectives
Herd were appointed to help grow organic visibility in the competitive homeware sector by securing high authority, relevant links to the La Redoute website. Key objectives included:
Dulux helped us provide an authoritative voice within the decorating space and we utilised this to help boost La Redoute’s authority when talking about accessorising the home.
Dulux is a household name in the paint and coatings sector that's available to purchase worldwide. Previous Dulux partnerships have included hit TV show, Changing Rooms, and many people talk about their Colour of the Year.
When reviewing search volumes we noticed that terms such as Dulux Colour of the Year generated 2,400 monthly searches, and Dulux paint had 90,500 monthly searches. The potential search opportunity was significant.
La Redoute and Dulux teamed up to provide a prize worth over £2,000. Our campaign messaging focussed around how we could help two out of five Brits who wished they were bolder with their colour choices at home.
We built a bespoke competition landing page to act as the entry mechanism, and then got to work with creatives for amplification and syndication.
Our design team created on-site and off-site assets to support the rollout of the campaigns across all channels end-to-end.
Content was at the heart of this campaign. Utilising the expertise from both brands, we wrote supporting blog content on the La Redoute website as well as for Dulux.
Based on an extensive syndication list, we amplified the competition from launch with associated press releases, whilst taking advantage of La Redoute’s email newsletters, and social media channels for reach.
What’s great about competitions is that you can create multiple press angles with different hooks. We shared how to enter, our data on decorating habits, updates on entries and of course the winners announcement.
